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DS is the premium automobile marque of the Groupe PSA. First announced in 2009 by Citroën as its premium sub-brand; it was suggested to be an abbreviation of different spirit or distinctive series. However, in French, the name is considered a play on words, as the translation of déesse becomes goddess in English.
As a newcomer to the UK market in its own right, there were around 35k DS cars on the roads in the UK by the end of 2018. Whether those figures will continue to rise at the same rate shown since their introduction in 2015, only time will tell.
Looking to provide a standalone marque to initially compete with brands such as Volkswagen and Audi, PSA decided that neither Citroën nor Peugeot would be able to carry the brand strength that would be able to make a serious threat in the market with an elevated price-point at the level of quality and luxury they set out to achieve.
To compete with the likes of Audi, BMW and Mercedes-Benz, DS introduced a range of hatchbacks, saloons and SUVs but it’s undoubtedly their supermini city car that is proving the most popular.
The DS3, sold as a 3-door hatchback or a convertible, is available in countless customisation options and also as the subcompact luxury crossover SUV DS3 Crossback. The DS3 was voted Car of the Year by Top Gear Magazine, and first place supermini four times in a row in the JD Power Satisfaction UK Survey.
At the other end of the range you’ll find the DS7 Crossback. Here’s a large SUV designed to compete directly with the Audi Q5, the BMW X3 and the Mercedes-Benz GLC; that’s quite a jump for a car that’s built by Citroën.
The models that you’ll find between the DS3 and the DS7 are created with the same style for the market in mind. The DS4, a mixture of hatchback and SUV, and the DS5, a bigger hatchback priced and pitched against the Audi A4, the BMW 3 Series and the Mercedes C-Class saloons.
